Columbia Southern University (CSU) was built for the student who doesn’t fit the traditional mold. A 100% online institution, CSU offers more than 200 certificate and degree programs (from associate to doctoral level) at an affordable price. CSU turned to Connected TV (CTV) to engage with prospective students as they stream movies, shows, and sports on premium networks. With MNTN Performance TV, precision audience targeting and data-driven creative optimization gave CSU a measurable, scalable way to grow enrollment during the competitive back-to-school season and beyond.
Columbia Southern University Turns Back-to-School Season Into a Year-Round Win With MNTN
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MNTN has been instrumental in helping us with targeting, optimization, and ultimately tracking attribution. With traditional media, that's always been a little elusive. But working with a partner like MNTN that understands the importance of performance measurement makes all of this a lot easier for marketers like me.
Kay Jenkins
Assistant Director of Performance Marketing, Columbia Southern University
94%
Cost per Visit Lower Than Goal
133%
QoQ Increase in Households Reached
Objective
Consistently Reach High-Intent Students Across Markets
As CSU expanded, growing from a handful of designated market areas to 12 in just a few years, they wanted a cost-efficient way to build brand presence and generate applications. Their previous CTV platform left them with rising costs and limited visibility into what was actually working, making it hard to justify scaling. And with a target student who is typically a working professional around age 39, the challenge wasn’t just winning the back-to-school season — it was building a consistent, targeted presence that could capture high-intent prospects throughout the year.
For an institution with open enrollment and more than 11 start dates per year, this wasn’t a limitation. It was an opportunity. What CSU needed was a CTV advertising solution that could help them capitalize on it, market by market.
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